Rising Demand for Plus Size Lingerie in China

If you’ve been scrolling through Chinese e-commerce platforms like Taobao or Xiaohongshu lately, you might’ve noticed something shifting — plus size lingerie is no longer hidden in the back corner. It’s trending, it’s stylish, and most importantly, it’s demanded by real women who want comfort without compromising on beauty.

Let’s talk numbers: According to a 2023 report by iiMedia Research, over 45% of women in China now wear a size equivalent to XL or above. Yet, just five years ago, fewer than 15% of mainstream lingerie brands offered dedicated plus-size lines. That gap? It’s being filled fast — and smart shoppers are taking note.

So what’s driving this boom? First, body positivity is gaining traction across urban China. Influencers on Douyin and Xiaohongshu are proudly sharing unfiltered try-on hauls, normalizing curves, and calling out brands that still use one-size-fits-all marketing. Second, rising disposable income means women aren’t settling for ill-fitting, frumpy underwear anymore. They’re demanding quality, design, and inclusivity — and they’re willing to pay for it.

Here’s a quick look at how top brands stack up in today’s plus size lingerie market:

As you can see, Ubras leads in size range, especially with their ‘Curvy’ sub-line launched in 2022, which saw a 300% YoY sales jump. Meanwhile, legacy players like Aimer are catching up but still lag in extended sizing.

But here’s the insider tip: don’t just go by brand名气 (fame). Look for key features like wider bands (for support), non-digging elastic, and breathable cotton blends — especially if you live in humid cities like Guangzhou or Chongqing.

Also, keep an eye on user reviews. On Taobao, sort by “most helpful” and search keywords like ‘大码舒适’ (plus-size comfortable) or ‘不勒’ (doesn’t squeeze). Real feedback beats glossy ads every time.

The bottom line? The era of ignoring plus bodies is over. Whether you’re shopping for yourself or gifting someone special, there’s never been a better time to explore well-designed, supportive, and sexy lingerie — no matter your size.

China’s lingerie game is evolving. Are you?